The effortless, enjoyable experience of rail travel is brought to life in a campaign for U.K. train operator Avanti West Coast created by adam&eveDDB in London–and starring a rollerblading turtle.
“Feel Good Travel” follows the joyous journey of a turtle who skillfully ducks and dives through the streets of London on its rollerblades, avoiding the tedium of traffic jams and roadworks and effortlessly escaping to the countryside–much to the surprise of a horse and some sheep.
The idea is to remind people that travel is about so much more than the destination, and evoke the unmatchable sensation that a super speedy Avanti West Coast train journey gives us.
Directed by Tom Kuntz of MJZ, the :60 was shot by DP Justin Brown, with visual effects from Untold Studios.
Kate Squires, marketing director, Avanti West Coast said, “We really want to inject a feel good vibe when people think about traveling with us. That’s the purpose of this campaign.
Credits
Client Avanti West Coast Agency adam&eveDDB, London Richard Brim, chief creative officer; Christian Sewell, Andy McAnaney, creative directors; Simone Warme, Jeppe Vidstrup, creatives; Michael MacMillan, Kate Taylor, Jaki-Jo Hannan, Adaeze Ndakoji, Michael McCarthy, Carrie Moores, producers. Production MJZ Tom Kuntz, director; Justin Brown, DP; Sophie Brooks, producer. Editorial Whitehouse Russell Icke, editor; Annabel Bennett, producer. Post/VFX Untold Studios, London Tom Igglesden, exec producer; George Reid, producer; Ben Cronin, creative director; Tom Raynor, VFX supervisor; Suvi Jokiniemi, lead animator. (Toolbox: Maya, Houdini, Nuke, Flame) Color Grade Company 3 Stefan Sonnenfeld, colorist. Music Supervision Harley Beckman Hawksley @ Theodore; Daniel McLaren, music researcher. Soundtrack “Badala Zamanda” composed by Joel Hannier & Zohra Aissouai Audio 750mph Sam Ashwell, sound design/mix; Jessica Ringshall, producer. Design King Henry Paul Knowles, Matt Bryce, designers.
After losing part of his right leg due to cancer, Terry Fox campaigned to raise national awareness and funding for cancer research by running his Marathon of Hope, a cross-Canada 42-km daily run, on his prosthetic leg. Fox, who died in 1981, is a national hero. His image will be on Canada’s new $5 bill.
In this two-minute video titled “Finish It,” the Marathon of Hope is recreated. It’s all done in one take, and it features an actor/marathon runner who uses a prosthesis on the same leg as Fox. CGI was deployed to make him look more like Fox. To further ensure the actor represented Fox accurately, not only did the actor and team watch and study many videos of Terry, but Terry’s brothers, Fred and Darrel, coached the actor on Terry’s running style and mannerisms. They also created a copy of Terry’s prosthesis for the actor to use for the shoot.
The message is clear. As the Marathon of Hope now marks its 45th anniversary, we now have the opportunity to “Finish It” for Fox, raising money and awareness to get a cure for cancer over the finish line, completing the work that Fox started. The public service film starts with Fox on the marathon run, eventually joined by a crowd of other dedicated runners from all walks of life who take over the race.
Mark Zibert directed via production company Scouts Honour for Toronto agency Diamond. The video features a never-before-heard version of the song “Courage” from Canadian band The Tragically Hip.
“We wanted to create a campaign that captures the magnitude of Terry Fox’s legacy while driving meaningful action,” said Peter Ignazi, chief creative officer at Diamond. “By revisiting the Marathon of Hope with such care and reverence, we aimed to reignite Terry’s mission and... Read More
